Can Our Salesforce Managers Learn from Guerrilla Tactics?

French, Warren A.; Harris Jr., Clyde E.
November 1982
Journal of Personal Selling & Sales Management;Nov82, Vol. 2 Issue 2, p8
Academic Journal
The article compares sales organizations with guerrilla organizations. Assertions have been made that the consumer oriented marketing concept is not working, some have even suggested that the concept should be discarded. A major cause of the disenchantment is the belief that attention focused mainly on the needs of ultimate consumers shows a naive disregard for the element of competition. Likewise, problems encountered in applying the product life cycle (PLC) concept give additional evidence that the forces of competition cannot be overlooked. Economic utility theory, refined by measurement techniques such as conjoint analysis, shows that buyers specifications for satisfaction are not rigid. Buyers make tradeoffs, and a firm which suffers an unacceptable loss of sales to a competitor adjusts its marketing mix to create a tradeoff situation. Sales organizations just as guerrilla organizations must be tailored to meet the needs of the market and competition. Although there is difficulty identifying both physical and personal characteristics which lead to sales success, most accept the idea that salespeople differ from non-salespeople in a number of ways. They are persuasive rather than critical, intuitive rather than analytical, have high energy levels, and are goal oriented.


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